Ch. 12 & 13 | Out/Inbound Marketing Communications Flashcards
What 10 tools are included in the promotional mix?
- Advertising
- Public relations
- Sales promotion
- Direct response marketing
- Event and sponsorship marketing
- Product placement and branded entertainment
- Personal selling
- Online marketing
- Social media marketing
- Mobile marketing
Apposed + PMS
What are the 6 steps in the marketing communications process?
- specify the IMC objectives
- identify the target audience (customer touch points)
- set the promotional budget
- design the promotional program (product life cycle)
- schedule and the run the IMC elements
- evaluate the program and recommend changes
Sisdse
What is the sales promotion communication tool?
Sales Promotion
provides short-term incentives to generate interest in a product
- What 2 main promotions does the sales promotion communication tool involve?
- And some tools involved
Consumer Promotional Tools
- coupons
- premiums
- contests
- samples
- rebates
Trade Promotional Tools
- trade shows
- co-op advertising
- merchandising allowances
What are 3 strengths and weaknesses for sales promotion?
Strengths
- effective at increasing short-terms sales
- many online / offline options
- results are measurable
- well-integrated into IMC programs
- social media is affordable
Weaknesses
- can lead to promotional wars
- promotions can be easily coppied by competitors
- consumers may wait for a sales promotion before purchasing
- fraud can occur
What is the advertising communication tool?
Advertising
a paid form of media used to communicate in a non-personal way to consumers
List the 8 options involved with the advertising communications tool
Advertising
* television
* radio
* newspapers
* magazines
* out-of-home (billboards, banners, transit)
* internet (banner ads, SEO, home page pop-ups)
What are 3 strengths and weaknesses for advertising?
Strengths
- reaches large numbers of people
- affordable options
- online and offline options
- advertisers control the messaging
Weaknesses
- difficult to evaluate offline approaches
- high clutter
- low credibility of messaging
What is public relations?
Public Relations
- seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure
What are the 5 public relation tools?
- press release
- press conference
- special events
- company reports
- social media release
What are 3 strengths and weaknesses for public relations?
Strengths
- highly credible messages
- inexpensive
- measurable tools
- can be well-integrated into IMC programs
Weaknesses
- unable to control media messaging
- difficult to influence the messages spread
- results can vary and be difficult to evaluate
What is personal selling?
Personal Selling
involves two-way flow of communication between a buyer and a seller
- often face-to-face interactions
What are 3 strengths and weaknesses for personal selling?
Strengths
- can be a strong form of product differentiation
- an important approach for expensive products
- can be used in large and small businesses
- personal interactions can build lasting relationships
Weaknesses
- can become expensive
- consistency in approach and messaging is difficult to achieve
- people may not want to engage
What are the 6 stages in the personal selling process?
Prospecting
- search for prospects
Pre-approach
- gather information and decide how to approach the prospect
Approach
- gain prospect’s attention
Presentation
- begin converting a propect into a customer by creating a desire for the product
Close
- obtain a purchase commitment from the prospect and secure a customer
Follow-up
- ensure that the customer is satisfied with the product
What is event marketing and sponsorship?
Event Marketing
the creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response
Sponsorship
involves a compant paying a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself
